Disaronno liqueur is to enjoy a £3million marketing push. The national advertising campaign will include summer TV advertising and the platform is called Open the Possibilities. Doubling its annual media spend, the campaign will focus on Disaronno’s style credentials and also promote its versatility.
The Open the Possibilities campaign will start in May with a 20-second TV commercial, which will be aired across both terrestrial and digital TV channels. The campaign will include key serves – Disaronno sour, Disaronno cranberry, Disaronno OJ and Disaronno ginger.
Mark Collins, senior brand manager for Disaronno at UK distributor First Drinks, said: “This is a really exciting move for us as we have traditionally only advertised at Christmas. This year we have pumped extra investment into the brand to also support the trade in the run up to the all-important summer drinking season where Disaronno can really outshine its competitors due to its incredible mixability.
“Disaronno continues to deliver impressive growth (+43% off-trade¹, +20.5% on-trade²), which is really helping to drive the liqueurs category as a whole.”
The brand has also had a package revamp.